Marketing of alcoholic beverages: what can be done to protect the adults of the future?

Abstract Issue Marketing of alcoholic beverages can influence attitudes and intentions to drink including alcohol initiation in adolescents. Globally, alcohol is the leading cause of death among young people (15-49 years). Description of the problem Comprehensive restrictions or bans on alcohol advertising are considered 'best buys' to reduce the harmful use of alcohol and its consequences. We present a database with statutory, co- and self-regulatory alcohol-related marketing codes describing their characteristics, scope, target population groups, marketing techniques addressed, marketing restrictions, and information regarding implementation, monitoring and evaluation of such codes. We analysed these codes and asked: what are the critical aspects that an alcohol-related marketing code should include to be effective and protect public and children's health? Results Based on our analyses, we present a toolkit to support restrictions of marketing of alcoholic beverages (as well as of foods and non-alcoholic beverages). It includes a checklist for policy-makers to consider all important aspects during the design, implementation, evaluation or update of the code. We suggest specific actions for each point in the checklist and reflect on the implementation of some of these. Finally, the toolkit discusses digital marketing, the challenges it poses and offers potential solutions. Lessons Using a combined approach to address marketing to children of foods, non-alcoholic and alcoholic beverages may be more effective in protecting public and children's health than fragmented responses. The fields of nutrition and alcohol-related harm can learn from and complement each other. A code should cover all forms of marketing, including digital marketing. Our database, toolkit, checklist and inventory of actions support policy makers and others in designing or updating alcoholic beverage marketing regulations and codes of conduct. Key messages Our toolkit supports policy makers and others in designing or updating alcoholic beverage marketing regulations and codes of conduct. Practical technical guidance is provided in the form of a marketing code checklist and an inventory of specific actions.